Amazon, the retail giant, has entered into a sub-licensing agreement with media and entertainment company Viaplay. This deal will enable Amazon's Prime Video service to broadcast English men's soccer’s Premier League matches in Denmark and Sweden starting from the 2024-25 season.
Under this four-year contract, Prime Video will exclusively air the early Saturday match (1:30pm CET) every week in these territories. The platform is set to broadcast a total of 38 games per season (one per matchday) through the 2027-28 campaign.
The English top-flight features several Danish and Swedish international players including Rasmus Hojlund and Christian Eriksen from Manchester United, Alexander Isak from Newcastle United, and Dejan Kulusevski from Tottenham Hotspur squad.
Amazon ensured no increase in prices after clinching deal
Previously holding rights to the Premier League in Scandinavian markets, Viaplay announced it would relinquish some of its sports rights due to financial difficulties. Consequently, fans in Denmark and Sweden will now need subscriptions to two streaming services to watch all matches from the Premier League.
Despite acquiring live Premier League content, Amazon has confirmed that it won't increase Prime Video subscription prices in Nordics. Martin Backlund, director of Amazon Prime Video in Nordics stated that they have been considering investing in soccer rights within this region for quite some time.
Martin Backlund, director of Amazon Prime Video in the Nordics, said:
"We know that there is great interest in the Premier League (in Denmark), so this will provide high value to the Danish customers.”
Viaplay looking to steady ship with deal running through 2027/28
Viaplay’s six-year Premier League rights deal extends until 2027-28 covering Norway and Finland as well. Currently undergoing significant changes as it divests many of its international markets focusing more on Scandinavia.
In an effort towards "steadying the ship", Viaplay sold its UK operation last year while also withdrawing from Baltics, Poland, North America. It recently announced TV3 Group would cover its content in the Baltic region through a distribution deal.
Despite a turbulent year, Viaplay showed signs of recovery last month after aggressive cutbacks and company-wide restructuring. The company posted 3% organic sales growth for Q4 of 2023, increasing from SEK4.7 billion ($454 million) in 2022 to SEK4.9 billion.
This new agreement between Amazon and Viaplay is set to change the landscape of sports streaming services in Denmark and Sweden, offering fans more options to watch their favorite Premier League matches while also marking Amazon's further investment into soccer rights within the Nordics region.
